Koreaagrafood3 en by KOCIS

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The Monthly Magazine of Korean Agriculture & Food

March 2015 Issue 234

Specials for FOODEX JAPAN 2015

Healthy Snack Made with Organic Rice

Korean Cuisine for Japanese Tourists

2015 K-Food Overseas Export Marketing Strategies Precious Korean Succulent Plants Enter China A Tasty Combination: Squid & Sundae

Enjoyable Korean Strawberry Farm Tour

CONTENTS March 2015 Issue 234 33 RAMEN in Chinese The Thickest Instant Ramen in Korea, Nongshim Wooyuktangmyeon Founded in August, 1995, Published monthly by the

GLOBALIZATION of HANSIK 34 KOREAN FRANCHISE in Chinese Korean BBQ restaurant Dalin Galmaegi offers its customers grilled meat dishes such as galmaegisal (skirt meat) in a casual, easy-going atmosphere.

27 Gangnamdaero, Seocho-gu, Seoul, Korea Tel +82-2-6300-1529 Fax +82-2-6300-1615 Government Registration Number : Ra-7210 Dated Apr. 26, 1995 Copyrightⓒ by the aT (Korea Agro-Fisheries & Food Trade Corp.) All rights reserved. CEO Kim Jae-soo VICE PRESIDENT Kim Jin-young (for Planning & Management)

Photo by Kim Ji-hoon of Toraii Republic www.toraii.com

COVER Thanks to the popularity of the wellbeing trend overseas, low calorie and nutritious MIDM Rice Chips product made of organic rice is actively supplied to airline and a world famous coffee franchise. It will be also entered the global market soon. P.24~27

38 DANIEL LEE GRAY’S HANSIK STORY Part I: Recommended Korean Restaurants for Japanese Travelers

EXECUTIVES Yoo Chung-sik (for Food Industry & Export Promotion)

40 SIMPLE KOREAN COOKING in Japanese Clean and Simple Taste, Malguen-ojingoe-sundubu-jjigae (clear soft tofu stew with squid)

REPORTERS Woo Jung-soo (woojs@agrinet.co.kr)

Kim Dong-yeol (for Marketing Support) EDITORS Shin Jang-hyun (Korea Agro-Fisheries & Food Trade Corp.) Jung Mun-ki (The Korean Farmers & Fishermen’s News)

Park Sung-eun (parkse@agrinet.co.kr) Kim Hyo-jin (hjkim@agrinet.co.kr) GRAPHIC DESIGNER Jang Yeon-ho ENGLISH EDITOR Chae Ria

TRANSLATORS Park Sung-eun, Kim Hyo-jin, Park Hye-yun (ENGLISH) Tamura Yoshihiro (JAPANESE) / Park Seo-ran (CHINESE)

08 THEME in Japanese Starting March 3, <FOODEX JAPAN 2015> will be held for four days in Chiba, Japan. aT (Korea Agro-Fisheries & Food Trade Corp.) and 62 Korean food exporters will participate in this international fair and actively promote high-quality Korean agri-products. 14 SPECIAL in Chinese & Japanese To achieve steady popularity of Korean agri-products among foreign consumers and the acquisition of new markets, aT is actively pushing ahead with export marketing for Korean foods overseas. <Korea AgraFood> introduces the export marketing strategies that aT will enact this year.

PROCESSED FOOD

EDITORIAL BOARD

24 PROCESSED RICE FOOD

SEOUL Roh Tae-hak 82-2-6300-1521 (rho1008@at.or.kr)

in Chinese

TOKYO Bae Yong-ho 81-3-5367-6656 (yongho@at.or.kr)

MIDM (MIDM Agricultural Union Corporation)’s Rice Chips and Rice Bar are actively supplied as airline food as well as to the world famous coffee company Starbucks.

OSAKA Yoon Sang-young 81-6-6260-7661 (yoon@atcenter.or.jp) BEIJING Lee Pil-hyung 86-10-6410-6120 (phlee@at.or.kr) SHANGHAI Lee Sang-kil 86-21-3256-6326 (trimy@at.or.kr) QINGDAO Sung Gwang-don 86-532-6696-2229 (afmcsgd@at.or.kr)

28 28 FROZEN FOOD in Chinese The stuffed food sundae (Korean sausage) differs slightly from region to region in Korea. Cheong A Good Food is producing frozen squid sundae products using self-developed knowhow. The product is also exported to the overseas market.

44 K-TOUR in Chinese Yongbongsan Village offers a variety of enjoyable strawberry activities such a harvesting experience as well as making jam and soap. Many ASEAN people who like Korean strawberries visit here and the village is now being spotlighted as a strawberry experience tour attraction for ASEAN people.

CHENGDU Lee Jong-geun 86-28-8283-3376 (mailtoyou@naver.com) HONGKONG Lee Seung-hoon 852-2588-1616 (afmchoon@at.or.kr) TAIPEI Kim Jin-seop 886-2-2740-5040~1 (suphaji@at.or.kr) NEW YORK Shin Hyun-gon 1-516-829-1633 (newyork@at.or.kr) L.A Lee Won-ki 1-562-809-8810 (losangeles@at.or.kr) PARIS Kim Young-bum 33-1-4108-6076 (remix@at.or.kr) HANOI Kim Dong-kwan 84-4-6282-2987 (dkkim@at.or.kr) JAKARTA Lee Sung-bok 62-21-2941-0200 (insa@at.or.kr) BANGKOK Song Mi-jung 662-611-2627 (peosong@at.or.kr)

REGULARS

DUBAI Lee Tae-hee 971-50-620-6034 (mumtaaz@naver.com) EDITED & DESIGNED BY The Korean Farmers & Fishermen’s News

20 FLOWER in Chinese Growing succulent plants has recently become a popular trend among working women and university students in China. Last year, for the first time in Korea, Eumseong Eco Plant Farming Corporation exported the fleshy plants by container.

IT’S NEW!

32 CONVENIENCE FOOD in Japanese Chungjungone Convenient Frozen Rice with Greens and Tea

06 NEWS

Room 902, aT center, 27 Gangnamdaero, Seocho-gu, Seoul, Korea Tel +82-2-70-8255-8384

48 FAIR Franchise Expo in Guangzhou and Paris 50 LET’S SPEAK HANSIK in Seven Languages Sundae (Korean sausage)

Fax +82-2-6300-8385

www.agrafood.co.kr

CONTENTS March 2015 Issue 234 33 RAMEN in Chinese The Thickest Instant Ramen in Korea, Nongshim Wooyuktangmyeon Founded in August, 1995, Published monthly by the

Photo by Kim Ji-hoon of Toraii Republic www.toraii.com

38 DANIEL LEE GRAY’S HANSIK STORY Part I: Recommended Korean Restaurants for Japanese Travelers

EXECUTIVES Yoo Chung-sik (for Food Industry & Export Promotion)

40 SIMPLE KOREAN COOKING in Japanese Clean and Simple Taste, Malguen-ojingoe-sundubu-jjigae (clear soft tofu stew with squid)

REPORTERS Woo Jung-soo (woojs@agrinet.co.kr)

Kim Dong-yeol (for Marketing Support) EDITORS Shin Jang-hyun (Korea Agro-Fisheries & Food Trade Corp.) Jung Mun-ki (The Korean Farmers & Fishermen’s News)

Park Sung-eun (parkse@agrinet.co.kr) Kim Hyo-jin (hjkim@agrinet.co.kr) GRAPHIC DESIGNER Jang Yeon-ho ENGLISH EDITOR Chae Ria

TRANSLATORS Park Sung-eun, Kim Hyo-jin, Park Hye-yun (ENGLISH) Tamura Yoshihiro (JAPANESE) / Park Seo-ran (CHINESE)

PROCESSED FOOD

EDITORIAL BOARD

24 PROCESSED RICE FOOD

SEOUL Roh Tae-hak 82-2-6300-1521 (rho1008@at.or.kr)

in Chinese

TOKYO Bae Yong-ho 81-3-5367-6656 (yongho@at.or.kr)

MIDM (MIDM Agricultural Union Corporation)’s Rice Chips and Rice Bar are actively supplied as airline food as well as to the world famous coffee company Starbucks.

REGULARS

DUBAI Lee Tae-hee 971-50-620-6034 (mumtaaz@naver.com) EDITED & DESIGNED BY The Korean Farmers & Fishermen’s News

IT’S NEW!

32 CONVENIENCE FOOD in Japanese Chungjungone Convenient Frozen Rice with Greens and Tea

06 NEWS

Room 902, aT center, 27 Gangnamdaero, Seocho-gu, Seoul, Korea Tel +82-2-70-8255-8384

48 FAIR Franchise Expo in Guangzhou and Paris 50 LET’S SPEAK HANSIK in Seven Languages Sundae (Korean sausage)

Fax +82-2-6300-8385

www.agrafood.co.kr

Exporting News

Korean Government Increasing Efforts to More Actively Enter the Chinese and Halal Markets

Enjoy Hansik Made With Korean Ingredients! The Chinese can enjoy original Hansik (Korean cuisine) made with Korean ingredients. Last February 5, Korea Agro-Fisheries & Food

The Ministry of Agriculture, Food and Rural Affairs (MAFRA) is doing its best to expand the premium Chinese market and halal market. It is pushing ahead with quarantine and hygiene clearance and creating a distribution network of Korean conglomerates.

Trade Corporation (aT) signed an MOU with the Chinese Hallasan Group at an aT center in Yangjae-dong, Seoul. The MOU will allow aT to provide the group a Hansik an education program and expand the chances to supply high-quality Korean ingredients in China. Hallasan

creating a halal food factory in the Korea

Group developed eight Hansik brands. It sells bulgogi (slices of barbe-

National Food Cluster and doing promo-

qued beef), dolsot-bibimbap (bibimbap in a sizzling stone pot), and

tions to attract domestic and foreign halal

topokki (stir-fried rice cake). What’s more, it is operating 300 restaurants

food companies to it.

under its brand in 70 cities in China.

▲Negotiations for Quarantine and Hygiene Clearance Proceeding=

aT and Hallasan Group will do their best to ship fresh Korean ingredients

According to the MOU, aT will distribute Hansik education programs to Hallasan Group restaurants and do its best to supply Korean ingredients to help many Chinese people enjoy the original Hansik taste.

MAFRA plans to lower trade barriers such as quarantine and hygiene clearances. MAFRA will also introduce the excellence of Korean foods to the whole world with its various marketing strategies. These include K-Food Fair, establishment of the Korean pavilion at food expos abroad, and so on

It will produce promotional materials to introduce the safeness of Korean fresh foods and distribute them to various

The Korean Strawberry has Captivated the Taste Buds of Thai People

Jeju Washed Carrot Enters the Japanese Market for the First Time

▲Expanding the Chinese Market=

China and more premium shops will be

countries of the world. It will invite quar-

MAFRA will actively promote Korean

opened in the famous department stores

antine officers and show them the

Foods through online markets and de-

of many big cities.

Korean food cultivation systems and pro-

partment stores.

▲Targeting ASEAN and Halal

cessing lines.

Markets= MAFRA will support more

▲Using Distribution Network of

carrot cultivated on

Korean food exporters to get halal certifi-

Korean Conglomerates= MAFRA is

Jeju Island has en-

cations and to make the Korean halal

expanding the distribution network using

tered the Japanese

certification equivalent to the other halal

the overseas networks of Korean con-

market for the first

certifications abroad.

glomerates such as CJ Home Shopping

time.

Based on last year’s cooperation with Alibaba and Yihaodian (1

), it will also

enter other online markets such as Tmall and Womai (

). A premium Korean

foods section was recently opened in the Joy City department store in Yantai,

What’s more, it is strongly considering

Five tons of washed

and Lotte Mart.

Jeju Island boasts unparalleled natural scenery that prompted UNESCO to designate it a World Natural Heritage site. Thank to its nature, Jeju Korean strawberry promotion event for Thai consumers

Fresher K-Foods Meet Chinese

The Korean strawberry has received a positive response in Thailand and its export volume is increasing sharply.

MAFRA Signed an MOU with the Chinese Cold Storage Logistics Association

In 2010, this fresh food export to Thailand reached USD$989,000 and then continued to increase to USD$2.7 million in

The exporters of Jeju washed carrot—Gujwa Hyundai Green Food—are planning to further in-

Association. The Chinese Cold

fered their cooperation for fast

to increase investment in the Korea

Storage Logistics Association is one

Korean-Chinese food distribution.

National Food Cluster was embed-

of the representative Chinese logistics

One officer of the Chinese Cold

strawberry. Among many kinds of Korean strawberry, Seolhyang is

ded in the contract between the

and distribution associations.

Storage Logistics Association said,

exported to Thailand the most. This native Korean variety has a soft

contract, the Chinese companies of-

year boasts its most reasonable price ever.

five years.

exports of Korean foods to China and

Rural Affairs (MAFRA) and the

and plentiful, the Korean carrot cultivated this

National Agricultural Cooperative Federation and

Chinese Cold Storage Logistics

Following the conclusion of the

cious taste. As the carrot crop has been strong

2014. The export volume has increased nearly three times in just

Last month, an MOU to expand

Ministry of Agriculture, Food and

carrot is renowned for its high quality and deli-

The secret of this popularity is the high quality of the Korean

“We do our best to provide Chinese

flesh and a high sugar content (10-11°Bx). Thanks to the sweet

people fresher Korean foods.”

taste and fragrance, Thai people are enjoying the fresh Korean

crease the export volume.

strawberry.

Korea AgraFood

Issue 234 Mar. 2015

Exporting News

Korean Government Increasing Efforts to More Actively Enter the Chinese and Halal Markets

Enjoy Hansik Made With Korean Ingredients! The Chinese can enjoy original Hansik (Korean cuisine) made with Korean ingredients. Last February 5, Korea Agro-Fisheries & Food

creating a halal food factory in the Korea

Group developed eight Hansik brands. It sells bulgogi (slices of barbe-

National Food Cluster and doing promo-

qued beef), dolsot-bibimbap (bibimbap in a sizzling stone pot), and

tions to attract domestic and foreign halal

topokki (stir-fried rice cake). What’s more, it is operating 300 restaurants

food companies to it.

under its brand in 70 cities in China.

▲Negotiations for Quarantine and Hygiene Clearance Proceeding=

aT and Hallasan Group will do their best to ship fresh Korean ingredients

It will produce promotional materials to introduce the safeness of Korean fresh foods and distribute them to various

The Korean Strawberry has Captivated the Taste Buds of Thai People

Jeju Washed Carrot Enters the Japanese Market for the First Time

▲Expanding the Chinese Market=

China and more premium shops will be

countries of the world. It will invite quar-

MAFRA will actively promote Korean

opened in the famous department stores

antine officers and show them the

Foods through online markets and de-

of many big cities.

Korean food cultivation systems and pro-

partment stores.

▲Targeting ASEAN and Halal

cessing lines.

Markets= MAFRA will support more

▲Using Distribution Network of

carrot cultivated on

Korean food exporters to get halal certifi-

Korean Conglomerates= MAFRA is

Jeju Island has en-

cations and to make the Korean halal

expanding the distribution network using

tered the Japanese

certification equivalent to the other halal

the overseas networks of Korean con-

market for the first

certifications abroad.

glomerates such as CJ Home Shopping

time.

Based on last year’s cooperation with Alibaba and Yihaodian (1

), it will also

enter other online markets such as Tmall and Womai (

). A premium Korean

foods section was recently opened in the Joy City department store in Yantai,

What’s more, it is strongly considering

Five tons of washed

and Lotte Mart.

Jeju Island boasts unparalleled natural scenery that prompted UNESCO to designate it a World Natural Heritage site. Thank to its nature, Jeju Korean strawberry promotion event for Thai consumers

Fresher K-Foods Meet Chinese

The Korean strawberry has received a positive response in Thailand and its export volume is increasing sharply.

MAFRA Signed an MOU with the Chinese Cold Storage Logistics Association

In 2010, this fresh food export to Thailand reached USD$989,000 and then continued to increase to USD$2.7 million in

The exporters of Jeju washed carrot—Gujwa Hyundai Green Food—are planning to further in-

Association. The Chinese Cold

fered their cooperation for fast

to increase investment in the Korea

Storage Logistics Association is one

Korean-Chinese food distribution.

National Food Cluster was embed-

of the representative Chinese logistics

One officer of the Chinese Cold

strawberry. Among many kinds of Korean strawberry, Seolhyang is

ded in the contract between the

and distribution associations.

Storage Logistics Association said,

exported to Thailand the most. This native Korean variety has a soft

contract, the Chinese companies of-

year boasts its most reasonable price ever.

five years.

exports of Korean foods to China and

Rural Affairs (MAFRA) and the

and plentiful, the Korean carrot cultivated this

National Agricultural Cooperative Federation and

Chinese Cold Storage Logistics

Following the conclusion of the

cious taste. As the carrot crop has been strong

2014. The export volume has increased nearly three times in just

Last month, an MOU to expand

Ministry of Agriculture, Food and

carrot is renowned for its high quality and deli-

The secret of this popularity is the high quality of the Korean

“We do our best to provide Chinese

flesh and a high sugar content (10-11°Bx). Thanks to the sweet

people fresher Korean foods.”

taste and fragrance, Thai people are enjoying the fresh Korean

crease the export volume.

strawberry.

Korea AgraFood

Issue 234 Mar. 2015

Theme

Ramen

(o-i-si-i), Makgeolli

Korean Food Pavilion in<FOODEX JAPAN 2014>. It always receives a great response from foreign buyers and other participants

K-Food! aT and 62 Korean Food Exporters Participate in <FOODEX JAPAN 2015> Diverse Events Show Off Korean Tastes and Charming Korean Food Culture

Yuja tea

Tuna

Korea AgraFood

food expo, <FOODEX JAPAN 2015> will be held at the Nippon Convention Center (Makuhari messe) in Chiba, Japan from March 3 to 6. This year the Korean pavilion will (of course) be in Hall 1. aT and 62 Korean agri-product exporters are setting up their booths to promote a variety of K-Food: fresh foods such as bell pepper, kimchi, makgeolli (Korean rice wine), seasoned seaweed, tea, and so on. The goal for this event is to reach USD$90 million in export business consultations. To promote popular Korean food culture to overseas buyers and participants, aT will feature diverse events at the Korean pavilion. The Kimjang Culture and Kimchi Exhibition Hall will introduce the kimjang custom, which was designated as an Intangible Cultural Heritage of humanity by UNESCO (the United Nations Educational, Scientific, and Cultural Organization). Participants will get to enjoy a diverse selection of local kimchis made in eight Korean provinces. In addition, the Korean seafood tasting event will be held for

foreign buyers at the Korean Sea Foods Exhibition Hall. Every year, aT sets up the Korean Food Culture Promotion Exhibition Hall. This year, Japanese TV shows will be shooting on site. The Japanese broadcasting company NHK will produce its famous programs Today’s Special and Study Korean with TV. To make this Today’s Special extra special, the program’s production team asked viewers to upload recipes for four Hansik (Korean cuisine) dishes: jjigae (stew), jeon (Korean pancake), noodle or ssam (rice and condiments wrapped in vegetable leaves), and makgeolli (Korean rice wine) cocktails. The final event will be held here for the four parts. The panelists of Study Korean with TV will study Hansik dish names and how to express their tastes in Korean.

Issue 234 Mar. 2015

Theme

Ramen

(o-i-si-i), Makgeolli

Korean Food Pavilion in<FOODEX JAPAN 2014>. It always receives a great response from foreign buyers and other participants

K-Food! aT and 62 Korean Food Exporters Participate in <FOODEX JAPAN 2015> Diverse Events Show Off Korean Tastes and Charming Korean Food Culture

Yuja tea

Tuna

Korea AgraFood

Issue 234 Mar. 2015

Theme

Best Selling

What K Food Is Actively Exported to the Japanese Market?

In this section, we introduce K-Foods that make up much of the Korean agrifood exported to Japan.

Bell pepper

In Japan, the Korean bell pepper makes up a large share of the imported bell pepper. Japanese consumers are known for being very fastidious and smart. For the Korean bell pepper, its various vivid colors and crispy texture are the keys to success in such a tough market. Another advantage is that the sugar content of the Korean bell pepper is higher than that in the products from other countries.

Makgeolli

Makgeolli (Korean rice wine) is shifting the liquor market around the world with its unique features: low in calories, sweet taste, abundant fiber, and lactobacillus. It is not too much to say that the popularity of makgeolli began in Japan. With a variety of merits—its low alcohol percentage and sweet taste—makgeolli has attracted the attention of many local young ladies and is enjoying a boom in Japan. With Jang Geun-seok, a hallyu (Korean culture wave) star, as a model for the brand Seoul Makgeolli, the product has stolen the hearts of many Japanese women in their 20s and 30s. Recently, diverse kinds of makgeolli, featuring tastes fortified with fruits, have succeeded in captivating the taste buds of customers.

Ginseng

Korean ginseng is very popular in the world thanks to its healthy effects. Of course, it has received a positive response in Japan. Among the various ginseng products, the drinks are attracting a lot of attention. The Korean ginseng drink is high in ginseng contents and boasts a strong, deep taste. Ginseng extract capsules are also popular for those who dislike the bitter taste of ginseng.

5 Samgyetang

Seaweed

Seaweed is famous as a must-buy souvenir for Japanese tourists when they visit Korea. Seaweed is also cultivated in Japan, but Korean seaweed has its distinct flavor. Among the various types of Korean seaweed, salty and crispy seasoned seaweed and powder seaweed (like furikake) are very popular.

1 0 Korea AgraFood

Samgyetang (chicken soup with ginseng) is a representative Korean tonic food. The nutritional value and harmony of a thick broth with chewy chicken attracts a lot of Japanese people. That is why Korean samgyetang exporters have recently released retort samgyetang. The recent releases of the retort style samgyetang come in smaller packages or add special ingredients such as abalone.

Kimchi

It’s very easy to find Kimchi—one of the world’s top five healthy foods—on the Japanese market. Bite-sized mat-kimchi (sliced baechu-kimchi [cabbage kimchi]) is very popular in Japan. But, recently, the demand for new kinds of products has been steadily increasing and diverse kimchis have been spotlighted. Many Korean kimchi exporters who attend Foodex Japan will thus promote various products such as pogi-kimchi (whole cabbage kimchi), kkakdugi (radish kimchi), and pa-kimchi (spring onion kimchi). What’s more, kimchi made with vegetables other than cabbage, such as kohlrabi and broccoli, will also be displayed.

Issue 234 Mar. 2015 1 1

Theme

Best Selling

What K Food Is Actively Exported to the Japanese Market?

In this section, we introduce K-Foods that make up much of the Korean agrifood exported to Japan.

Bell pepper

Makgeolli

Ginseng

5 Samgyetang

Seaweed

1 0 Korea AgraFood

Kimchi

Issue 234 Mar. 2015 1 1

Theme

K Foods Worth Paying Attention to at FOODEX JAPAN ?

What Korean dishes do Hallyu and Japanese stars like? It is not difficult to find Korean restaurants in Japan. In this issue, <Korea AgraFood> would like to introduce you to the Korean dishes that Hallyu and Japanese stars enjoy. How about enjoying these Korean dishes?

Yuja tea

The tea ceremony is so deeply rooted in Japan that many Japanese people are interested in diverse tea products. One of them is Korean yuja tea. Yuja tea boasts three times the vitamin C found in a lemon, so it is effective for both skin care and treating colds. To ensure food safety, several Korean yuja tea exporters have obtained international organic agricultural certifications, such as JAS (Japanese Agricultural Standards). The product also has a bright yellow color and sour taste. Herbal tea, made by blending medicinal herbs, is receiving a good response from young Japanese ladies. In addition to powder tea, liquid tea products are also spotlighted. Grain powder (seonsik in Korean) is made by steaming and frying several types of grains. In today’s busy world, consumers can add either water or milk to it and create a good meal substitute. It is very nutritious, easily digestible, and not heavy on the stomach. Seonsik is also gaining great popularity among young

1 2 Korea AgraFood

Grain powder

Noodle made with seaweed

women as a diet food. Another good food for dieters is noodle made with sea mustard and kelp. No flour, starch, coloring, or artificial flavorings are added. These two types of seaweed are very filling and rich in alginic acid (a kind of dietary fiber), which is good for preventing constipation. In the fresh food section, you can check out the Korean onion. The most important characteristic of the Korean onion is the firm texture and crunchy taste. As the onion crop in Korea was strong and plentiful last year, the vegetables grown during that period boast exceptionally high quality. They are therefore actively exported abroad and receive a positive response.

Onion

One Korean star who is famous in Japan, Jang Geunsuk, likes kimchi-jjigae (kimchi stew). He appeared on Japan’s Fuji TV variety program SMAP X SMAP and mentioned his affection for kimchi-jjigae. Everyone was talking about his comments after he wrote online while abroad that he wanted to eat kimchi-jjigae. He also, of course, enjoys drinking makgeolli (Korean rice wine).

it with Jang Geun-suk.” Yoona from Girls’ Generation loves jokbal (pig’s feet). She appeared on a famous Korean TV show and mentioned that jokbal is delicious and good for the skin because it is full of gelatin. Because of this virtue, she enjoys the dish as a late-night meal. Japanese pop star Kusanagi Tsuyoshi likes the san-nakji (small live octopus) that often tops the list of Korean foods foreigners find very peculiar and difficult to try. Kusanagi said in an interview, “I was reluctant to try it. But, once I did, I realized it tastes very good and could not stop eating it.”

Kim Jae-joong from JYJ often uploads pictures of the dishes that he made himself. He is good at making all dishes, but especially good with Hansik. In a recent interview, he said, “I can make most Korean dishes. Not long ago, I made yangnyeom-galbi (braised short ribs) and enjoyed

Issue 234 Mar. 2015 1 3

Theme

K Foods Worth Paying Attention to at FOODEX JAPAN ?

Yuja tea

1 2 Korea AgraFood

Grain powder

Noodle made with seaweed

Onion

Issue 234 Mar. 2015 1 3

Special

Greater China (Including Hong Kong and Taiwan) ar’s This Yeting Marke rds: Keywo

2015 K-Food Overseas Export Marketing Strategies

rket, a M e n i Onl oods F t n a f n I

he keywords for boosting exports of Korean foods are “local online market” and “infant foods.” The growth rate of the Chinese online market continues to increase by more than 15 percent every year and the number of Chinese users online was 618 million in 2013. The potential market value is huge. aT will promote excellent Korean processed foods— seasoned seaweed, yuja tea (citron tea), snacks, beverages, ramen, and so on—through the Korean Food Mall on Alibaba (www.1688.com), which is the world’s largest online B2B (Business to Business) shopping mall. aT has a plan to open a Korean food mall in Tmall—the largest online

Chinese B2C (Business to Consumer) shopping mall—before the end of the year. aT will also seek out the Chinese infant food market. aT will establish a display stand of Korean infant foods in K-Food antenna shops in Xian, Harbin, and Inner Mongolia in China. The organization will also promote high-quality Korean infant foods— such as powdered milk, baby food, snacks, and beverages for infants—to local consumers. aT will prepare the promotional event for Korean infant foods with big Hong Kong distributors.

A Chinese consumers are highly interested in Korean powdered milk products (top). Korean yuja tea products sold in the Korean Food Mall on Alibaba

Last year Korean agri-products became steadily more popular overseas—in Japan, China, Southeast Asia, and so on—because of Hallyu (Korean culture wave) and its wellbeing concept. In particular, Korean infant foods, including powdered milk, continue to expand their export volume because of the high quality and high price competitiveness. Traditional processed Korean foods—such as gochujang (red pepper paste), hangwa (traditional Korean cookies), and rice snack—were popular among foreign consumers as new wellbeing foods. This popularity of Korean agri-products overseas is thanks to various export marketing activities. These include promotional events of Korean agri-products with foreign distributors, participation in international food fairs, <K-Food Fair> (the largest trade fair for Korean foods, held in world famous cities), and so on. aT (Korea Agro-Fisheries & Food Trade Corp.) is going to actively push ahead with export marketing for Korean foods over-

This Year’s Promising Export Items: Sausages for Kid, Cupped Topokki, Rice Snack A Korean sausage product for kids, made of nutritious fish flesh and cheese, is exceedingly popular among Chinese children. Cupped topokki gets a good response from the Chinese as a Korean style convenience food. And the consumption of rice snack is steadily increasing as a healthy snack in China.

seas to achieve steady popularity of Korean agri-products among foreign consumers and the acquisition of new markets. aT operates its overseas offices all over the world in order to support the export activities of Korean food companies, break into new food distribution networks overseas, and promote Korean food culture.

1 4 Korea AgraFood

Issue 234 Mar. 2015 1 5

Special

Greater China (Including Hong Kong and Taiwan) ar’s This Yeting Marke rds: Keywo

2015 K-Food Overseas Export Marketing Strategies

rket, a M e n i Onl oods F t n a f n I

A Chinese consumers are highly interested in Korean powdered milk products (top). Korean yuja tea products sold in the Korean Food Mall on Alibaba

1 4 Korea AgraFood

Issue 234 Mar. 2015 1 5

Special

Southeast Asia & the Middle East ar’s This Yeting Marke rds: Keywo

Vietnamese consumers showing interest in Korean ramen

he gist of aT’s export marketing strategy to the Southeast Asian market is the use of Hallyu contents such as dramas and K-Pop. aT will promote Korean foods to local young people in their teens and 20s who like Hallyu. It will focus on the promotion through SNS (social network service) that young people frequently use. Moreover, aT is going to hold the promotional event for Korean food culture in the famous universities of Southeast Asia. aT will make efforts to extend the distribution network of Korean foods in the Southeast Asian market. In Vietnam, aT will hold sales events for Korean foods in small and medium sized cities, such as Danang, as well as major cities, such as Ho Chi Minh and Hanoi. aT will carry forward try-

Halal , u y l l a H ation Certific ing to find new export traders through the participation in local food trade fairs and the opening of the K-Food Fair. The promotional events for promising export items—strawberry, seasoned seaweed, and ginseng—will be prepared in new markets such as Thailand, India, the Philippines, and Cambodia. The key point of aT’s export marketing strategy to the Middle East is halal. aT will make efforts to support the businesses, such as the on-thespot inspection, in order to conclude a parity agreement between KMF (Korea Muslim Federation) and MUI (Majelis Ulama Indonesia)—the halal certificate authority of Indonesia (the largest Halal market). aT will open the K-Food antenna shops in small and medium sized

cities of Southeast Asia, such as Medan and Surabaya (of Indonesia) and Penang Island (of Malaysia), and introduce various Korean foods to local consumers. The sales events for Korean fresh foods—strawberry, sweet persimmon, pear—popular among Southeast Asian people will be held in major cities such as Jakarta and Kuala Lumpur. aT is going to advertise Korean fresh foods on famous local online sites and strengthen the online marketing through SNS.

Japan ar’s This Yeting Marke rds: Keywo

ing Promis ted ntia Differe s Item

he key point of the export marketing to Japan is to find promising differentiated items and promote them. aT is moving to support the development of promising new export items, which can only be produced in and exported from Korea. aT already found one promising new export item: dew pine mushroom, which is coming into the spotlight as a high-end ingredient in Japan. In addition, this year aT will promote to Japanese buyers and consumers the promising new export items Dangjo pepper (effective in controlling blood sugar) and fresh ginseng (widely used as a healthy ingredient).

The Korean food pavilion established at Japan’s largest food fair: FOODEX JAPAN

aT will expand the Korean food distribution networks in the local market. Until recently, aT frequently held sales events for Korean agri-products with big local distributors and vendors such as Aeon and Nihon Access, but aT will support the supply of healthy Korean foods—processed red ginseng products and vinegar beverage—to famous local drug stores this year. Moreover, aT will establish a Korean food mall in the Japanese online B2B shopping malls: Rakuten (the largest Japanese online shopping mall), Yahoo Japan, Amazon Japan, and so on. aT is going to promote the recipe book for popular Korean dishes among the local Japanese people through SNS such as Line and Facebook.

Foreign buyers listen to an explanation on Korean foods that have obtained the halal certification

This Year’s Promising Export Items: Dew Pine Mushroom, Red Ginseng Drink

This Year’s Promising Export Items: Strawberry, Seaweed Snack, Ramen

Korean dew pine mushroom is gaining in awareness among the Japanese because of steady promotion at sales events. The Korean red ginseng drink beverage is receiving a positive response from local young consumers as an energy drink. Its sales also continue to rise.

In Thailand and Malaysia, Korean strawberries are coming into the spotlight as the premium fruit among local middle and higher income groups. Korean seasoned seaweed snack is also popular as a relish with drinks. Among the Korean ramens, cheese ramen and spicy buldak-bokkeumramen (spicy instant noodles) are making a hit.

1 6 Korea AgraFood

Issue 234 Mar. 2015 1 7

Special

Southeast Asia & the Middle East ar’s This Yeting Marke rds: Keywo

Vietnamese consumers showing interest in Korean ramen

Japan ar’s This Yeting Marke rds: Keywo

ing Promis ted ntia Differe s Item

The Korean food pavilion established at Japan’s largest food fair: FOODEX JAPAN

Foreign buyers listen to an explanation on Korean foods that have obtained the halal certification

This Year’s Promising Export Items: Dew Pine Mushroom, Red Ginseng Drink

This Year’s Promising Export Items: Strawberry, Seaweed Snack, Ramen

1 6 Korea AgraFood

Issue 234 Mar. 2015 1 7

Special

The US ar’s This Yeting Marke rds: Keywo

ment p o l e v De -Selling t s e B f o Item

he key point of export marketing to the US is to bring up the USD$100 million export item. Among Korean agri-products exported to the US, seaweed snack and aloe beverage both have a high possibility to become USD$100 million export items. Korean seaweed snack is recognized as a wellbeing snack among the US consumers. The product is now actively sold in big local distributors such as Costco and Walmart. Aloe beverage became known as a healthy beverage and can be a substitute for carbonated drinks such as cola. White people and Hispanics in the US are highly interested in Korean aloe beverage. Exports to the US of seaweed snack and aloe beverage recorded

Europe ar’s This Yeting Marke rds: Keywo

Many New Yorkers are trying Korean seaweed snacks

USD$71 million and USD$50 million. To achieve exports of USD$100 million to the US, aT will expand the local large distribution network and actively advance into the US online market.

cuisine with the famous US cooking schools such as CIA (Culinary Institute of America). aT also has a plan to push ahead with the promotional event for Korean ingredients and Korean cuisine with the LPGA

Considering the great variety of people living in the US, aT should capture diverse ethnic groups such as American Chinese and Hispanic people. Chinese people living in the US are close to Koreans in terms of culture and mindset, so they are generally very welcoming of Korean foods. Hispanic consumers also enjoy Asian foods, particularly the spicy dishes, so there is a large market for Korean spicy foods among Hispanics. This year, aT will focus on promoting gochujang, seasoned seaweed, kimchi, ramen, and different types of snacks to the Chinese and Hispanic consumers in the US. To introduce Korean food culture to the people in the US, aT will develop the recipes for high-end Korean

(Ladies Professional Golf Association) of the US.

Local o t d n a Exp tion Distribu k Networ

o expand the consumption base of Korean foods in Europe, aT is going to spur the expansion of the local distribution network. Thanks to the popularity of Hallyu, the number of European people interested in Korean agri-products is increasing

European university students are tasting Korean cuisine (top). The Korean mushroom sales event held in a big mart of Europe

such as the Czech Republic and Hungary. aT will support the supply of Korean ingredients, including sauces, to the global food service companies (such as SODEXO) and will continue to supply Korean foods to the global online shopping malls (such as Amazon and Ebay) of Europe.

This Year’s Promising Export Items: Sauce, Korean Convenience Food

European consumers interested in gochujang Recently, US consumers greatly appreciate Korean foods as wellbeing foods

This Year’s Promising Export Items: Washed Apple, Dried Fruit Snack Korean washed apples were first advanced into the US last year. The apples, which have a small size but can be eaten unpeeled, received a good response among the local consumers as a wellbeing snack. The Korean dried fruit snack (pear) was also first sold in a local big mart, Costco. Thanks to the sweet taste and low calories, the product became known as a nutritious snack for children. It achieved higher sales than expected.

European buyers are highly interested in Korean sauces, including the seasoning sauces for bulgogi and gochujang, because they are unique ingredients and can be used in other dishes. Korean cuisine is coming into the spotlight as a healthy diet in some European countries, including the UK. Some Korean convenience foods—bibimbap (rice mixed with vegetables and beef) and topokki (stir-fried rice cake), and so on—with wellbeing concepts have advantages in entering the European market.

Info: The Status of aT Centers Overseas Regions

1 8 Korea AgraFood

more and more. However, small local marts and supermarkets selling Korean foods are not so many. To resolve this situation, aT will support the stable and consistent supply of Korean foods to the representative distributors of Europe. aT will hold sales events for Korean agri-products with already advanced local distributors such as ASDA (of the UK), METRO (of Germany), and XENOS (of Netherlands), and make efforts to raise the awareness of Korean foods. In French distributor Intermarche, where aT succeeded in supplying Korean foods for the first time last year, the organization will support enlarging the number of Korean agri-products. aT will strive to advance into the Spanish seafood market for Korean seafoods and expand the number of K-Food Shops in Eastern European countries

China

Cities

Inquiries

Cities

Inquiries

aT Center, Beijing

+86-10-6410-6120

aT Center, Shanghai

aT Center, Chengdu

+86-28-8283-3376

Qingdao aT Logistics Co., Ltd. +86-532-6696-2229

+86-21-3256-6326

aT Center, Hong Kong

+852-2588-1616

Southeast Asia & Middle East

aT Center, Jakarta

+62-21-2941-0200

aT Center, Bangkok

+662-611-2627

aT Marketer, Dubai

+971-50-620-6034

Japan

aT Center, Tokyo

+81-3-5367-6656

aT Center, Osaka

+81-6-6260-7661

The United States

aT Center, Los Angeles

+1-562-809-8810

aT Center, New York

+1-516-829-1633

Europe

aT Center, Paris

+33-1-4108-6076

Others

aT Marketer, Taipei

+886-2-2740-5040

aT Center, Hanoi

+84-4-6282-2987

Issue 234 Mar. 2015 1 9

Special

The US ar’s This Yeting Marke rds: Keywo

ment p o l e v De -Selling t s e B f o Item

Europe ar’s This Yeting Marke rds: Keywo

Many New Yorkers are trying Korean seaweed snacks

USD$71 million and USD$50 million. To achieve exports of USD$100 million to the US, aT will expand the local large distribution network and actively advance into the US online market.

(Ladies Professional Golf Association) of the US.

Local o t d n a Exp tion Distribu k Networ

European university students are tasting Korean cuisine (top). The Korean mushroom sales event held in a big mart of Europe

This Year’s Promising Export Items: Sauce, Korean Convenience Food

European consumers interested in gochujang Recently, US consumers greatly appreciate Korean foods as wellbeing foods

Info: The Status of aT Centers Overseas Regions

1 8 Korea AgraFood

China

Cities

Inquiries

Cities

Inquiries

aT Center, Beijing

+86-10-6410-6120

aT Center, Shanghai

aT Center, Chengdu

+86-28-8283-3376

Qingdao aT Logistics Co., Ltd. +86-532-6696-2229

+86-21-3256-6326

aT Center, Hong Kong

+852-2588-1616

Southeast Asia & Middle East

aT Center, Jakarta

+62-21-2941-0200

aT Center, Bangkok

+662-611-2627

aT Marketer, Dubai

+971-50-620-6034

Japan

aT Center, Tokyo

+81-3-5367-6656

aT Center, Osaka

+81-6-6260-7661

The United States

aT Center, Los Angeles

+1-562-809-8810

aT Center, New York

+1-516-829-1633

Europe

aT Center, Paris

+33-1-4108-6076

Others

aT Marketer, Taipei

+886-2-2740-5040

aT Center, Hanoi

+84-4-6282-2987

Issue 234 Mar. 2015 1 9

Flower _ Succulent Plant

Various Cultivars and High Cultivation Techniques…Huge Popularity in China Brisk Exports Made Last Year to Many Regions in China including Qingdao, Beijing, and Shanghai

The Vanguard of Exports of Korean Succulent Plants Eumseong Eco Plant Farming Corporation

rowing succulent plants has recently become a popular trend among working women and university students in China. Unlike orchids, the succulent plants come in various price ranges and can be used as gifts or in a private collection. The trend has made Chinese buyers visit Korean succulent plant farms more frequently. Such visits are attributed to the variety, high quality, and unique colors of the cultivars provided by the Korean farms. Last year, an export by container of the fleshy plants was made for the first time in Korea. Eumseong Eco Plant Farming Corporation, located in Eumseong in North Chungcheong Province, succeeded in exporting 50,000 plants in 900 boxes. This was the largest export volume of Korean succulents.

Export Plans Conceived at the Commencement of the Eumseong Eco Plant…First Exports to China in 2013 Eumseong Eco Plant was established on September 16, 2010. The cooperation—cooperative shipping, processing, and exporting of agricultural products—was found to increase the productivity and incomes of member farms. Currently, the farm-

2 0 Korea AgraFood

ing corporation has 16 member farms in the area of Saenggeuk-myeon, Eumseong County, in North Chungcheong Province. They cultivate numerous succulent plants for hundreds of cultivars in a combined cultivation area of 7 ha. Around the time when Eumseong Eco Plant was established, the succulent plant market was flourishing in Korea. However, the farming corporation did not want to be satisfied with the domestic demand and started to gradually prepare for exports. They started garnering various sets of relevant information and building human networks by having meetings with Chinese buyers and participating in

horticultural exhibitions held in China. In 2013, such well-organized efforts allowed Eumseong Eco Plant to make the remarkable export to China of 40,679 plants, which is equivalent to USD$ 28,684. Mr. Ham Yeung-suk, a director at Eumseong Eco Plant, said the succulent plants booming in China in 2013 opened the door for the exports of Korean succulent plants. He added that the successful export is the fruit of the enthusiastic efforts, such as visiting various regions in China, to pioneer overseas markets.

First Export by Container of Korean Succulent Plants in 2014 Eumseong Eco Plant exported succulent plants in containers to China for the first time in the history of the exports of Korean succulent plants. They exported 50,000 plants in 900 boxes. The export was the first and the largest made as a single item. It was worth around USD$300,000. Previously, the succulent plants were individually packed for export, so the

Mr. Kim Sang-bo (CEO of EEP F.C, right) and Mr. Ham Yeung-suk (a director at EEP F.C) are looking at succulent plants

Issue 234 Mar. 2015 2 1

Flower _ Succulent Plant

Various Cultivars and High Cultivation Techniques…Huge Popularity in China Brisk Exports Made Last Year to Many Regions in China including Qingdao, Beijing, and Shanghai

The Vanguard of Exports of Korean Succulent Plants Eumseong Eco Plant Farming Corporation

2 0 Korea AgraFood

Mr. Kim Sang-bo (CEO of EEP F.C, right) and Mr. Ham Yeung-suk (a director at EEP F.C) are looking at succulent plants

Issue 234 Mar. 2015 2 1

Flower _ Succulent Plant

the 2014 Qingdao International Horticultural Exposition. Mr. Kim explained, “China started cultivating succulent plants ten years ago, but still hasn’t secured high technical skills. But Korea has accumulated related techniques for cultivating succulent plants and various cultivars and has a high potential for exports of the succulent plants.”

Rare and precious succulent plants cultured by Eumseong Eco Plant Farming Corporation

plants were less marketable and thus, only a small number of exports were made. In contrast, export by container is advantageous for maintaining the quality up to an arrival destination because the pots of the plants are transported altogether. This also increases the export amount. Administrative support from the Eumseong County Office was behind the successful export. This included support for modernizing facilities to improve the quality and for export product packing materials. Thus, the farming corporation was able to ship a total of 84,581 plants through 17 exports, earning USD$ 515,738. Mr. Kim Sang-bo, CEO of Eumseong Eco Plant, said that the number of the exports increased from nine in 2013 to 17 in 2014. He also mentioned that Eumseong Eco Plant will continue to make efforts to ex-

2 2 Korea AgraFood

port a larger volume of the plants through shipping containers.

High Quality of Korean Succulent Plants on the Grapevine Eumseong Eco Plant attracts Chinese buyers by producing succulent plants of superb quality, in unique colors. A huge daily temperature range and a sufficient amount of sunshine in Eumseong also contribute to the production of excellent-quality plants. A water based cultivation method, instead of the nutrient solution based cultivation method of other countries, results in hard flesh. In addition, the plants come in the various cultivars preferred by Chinese consumers. The farming corporation possesses a brilliant breeding technique and develops about 30 new cultivars a year. For such excellence, the farming corporation won the first prize in

“

Potential Exports to ASEAN Countries including Hong Kong, the Philippines, and Indonesia With the growing popularity of succulent plants in other countries— including Hong Kong, the Philippines, Indonesia, and Taiwan, in addition to China—Eumseong Eco Plant is planning to pioneer the markets in these countries more enthusiastically. As buyers from some countries are trying to purchase the seeds of the plants, the farming corporation is considering exporting the seeds. In addition, it is making further efforts to develop new seeds that can create higher added value.

”

Haworthia, one of the rare, succulent plants

p Ti How to Grow Succulent Plants in an Apartment It is advisable to water the fleshy plants once a month because the plants already contain an ample amount of water in their stalks and leaves. Frequent watering, especially in the rainy season, can create mold and thereby destroy the plants. It is also advisable to expose the plants to the sun in the winter and slight shade in the summer.

Inquiries Eumseong Eco Plant Farming Corporation

Tel +82-43-877-1961

Fax +82-43-877-1962

Website www.esecop.com

Issue 234 Mar. 2015 2 3

Flower _ Succulent Plant

Rare and precious succulent plants cultured by Eumseong Eco Plant Farming Corporation

2 2 Korea AgraFood

port a larger volume of the plants through shipping containers.

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Haworthia, one of the rare, succulent plants

Inquiries Eumseong Eco Plant Farming Corporation

Tel +82-43-877-1961

Fax +82-43-877-1962

Website www.esecop.com

Issue 234 Mar. 2015 2 3

Processed Food _ MIDM Agricultural Union Corp.

The Leading Producer of Wellbeing Snacks Made with Organic Rice, Over 50 Kinds of High Quality Rice Snacks… Supplies Airline and a World Famous Coffee Franchise

2 4 Korea AgraFood

hanks to the popularity of the wellbeing trend overseas, low calorie and nutritious processed foods made with rice are becoming a hit. Rice is rich in dietary fiber as well as proteins, fats, and vitamins. What’s more, its high digestion-absorption ratio makes it a good food to prevent obesity, high levels of cholesterol, and diabetes. Because of the highly nutritional value of rice, many different processed rice products—such as rice chips and rice bars—are coming into the spotlight for many consumers as snack foods and meal substitutes. MIDM Agricultural Union Corporation (MIDM)—the producer of delicious and healthy snacks made with organic rice—is the hidden strong man of the Korean processed rice food industry. The producer is actively supplying its rice snacks to a world famous coffee franchise company and a famous Korean airline.

Rice Cultivation through Green Farming Technique without the Use of Chemical Fertilizers or Agricultural Pesticides The strong point of MIDM is the high quality rice grown with an environmentally friendly farming method. When cultivating rice, MIDM never use chemical fertilizers or agricultural pesticides. It only uses natural fertilizers: coffee grounds, oilseed crop grounds, and manure from cows with “no antibiotic” certifications. MIDM introduced the farming technique using freshwater snails in 2007. The technique is widely recognized as an environmentally friendly farming method. MIDM is now cultivating rice in 66,000㎡ paddies. Half (33,000㎡) of the rice paddies have already obtained Korean organic certification. The other half will soon be obtaining organic certification in phases. Every year, MIDM harvests about 600 tons of rice grown with a green farming technique and all rice snacks of MIDM are made with organic rice. MIDM is also making efforts to manage its rice-processing facilities in a Mr. Jun Dae-kyung, the president of hygienic way in orMIDM, introduces MIDM processed der to ensure the high foods made with grains

A staff member operating the cutting machine for the MIDM Rice Bar (top) and a new Rice Bar product: Black Bean Rice Bar

food safety of its rice snacks. To keep a workplace clean, MIDM is applying the CIP (cleaning in place) system. MIDM also arranges hygienic facilities—air showers, filters for foreign matters, and so on—in accordance with the HACCP (hazard analysis and critical control point) standard. What’s more, MIDM has staff who are only responsible for the quality of the processed rice products. Thus, MIDM concentrates on production of reliable rice snacks and safe conditions for food.

Rice Chips and Rice Bar are Popular as Low-Calorie, Nutritious Snacks MIDM is producing over 50 kinds of snacks made with organic rice. The flagship products of MIDM are Rice Chips and Rice Bar. Rice Chips has a simple and aromatic taste compared to other sharp-tasting snacks. In consideration of the varied taste buds of consumers, MIDM produces Rice Chips in a variety of flavors: purple sweet potato, sweet pumpkin, blueberry, corn, apple, pear, orange, and so on. The Rice Chips are also low in calories (from 110kcal to 150kcal), so the snack is a nice, low-calorie and nutritious snack.

Issue 234 Mar. 2015 2 5

Processed Food _ MIDM Agricultural Union Corp.

The Leading Producer of Wellbeing Snacks Made with Organic Rice, Over 50 Kinds of High Quality Rice Snacks… Supplies Airline and a World Famous Coffee Franchise

2 4 Korea AgraFood

A staff member operating the cutting machine for the MIDM Rice Bar (top) and a new Rice Bar product: Black Bean Rice Bar

Issue 234 Mar. 2015 2 5

Processed Food _ MIDM Agricultural Union Corp.

Supplying to Starbucks and In-Flight Meal of Asiana Airlines MIDM supplies most of its rice snack products to coffee franchises, airlines, distributors, and department stores through OEMs (original equipment manufacturing). Among them, the world famous coffee company, Starbucks, is the representative recipient of MIDM rice snacks. The rice snacks—Rice Chips, Rice Bar, and so on—of MIDM are supplied to about 800 Korean Starbucks stores. Since 2012, MIDM has also supplied its Rice Chips and Rice Bar products to the international airlines (the US, Europe, Australia) of Asiana airlines as in-flight meals. The rice snacks of MIDM can be also seen in the famous Korean cinema franchise CGV, big marts (Homeplus and Nonghyup Hanaro), department stores (Shinsegye), and so on.

The flagship rice snacks of MIDM: Rice Chips and Rice Bar. These products are supplied to Starbucks and airlines as in-flight meals

Rice Bar is a nutritious snack bar product. The main ingredients are the organic rice, roasted brown rice, and a variety of nuts—almonds, cashews, sunflower seeds, and so on. The snack bar is low in calories (133kcal per unit), but rich in dietary fiber. As a result, young women are especially fond of the snack bar as a food for losing weight. Recently, MIDM released new Rice Bar products: Black Bean Rice Bar (the black beans are good for skin care) and Blueberry Rice Bar (the blueberries are have anti-aging effects).

Additional Information

Seeking Advance into China under the Brand “Farmer’s Factory” Starting this year, MIDM will actively promote its rice snacks to foreign consumers. China is the first step for MIDM to enter into foreign markets. The rice snack products of MIDM have had a good response among the Chinese buyers who participated in the international food fair held in Shanghai last year and the rice snack products have strong possibilities to make inroads into the Chinese market. Mr. Jun Dae-kyung, the president of MIDM, speaks of his aspirations, “We are distributing our rice snacks under the brand Nonjigi, but we recently launched a new brand, Farmer’s Factory, for export. MIDM will forcefully cultivate foreign distribution networks to enter our Farmer’s Factory rice snacks into the global market—China, the US, Europe, and Southeast Asia.”

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Chewy and Sweet Fruit Chips of MIDM

Recently, MIDM released fruit chips products. The fruit chips are produced with the thermal-drying method, which lets the moisture of the fruit evaporate, but keeps the taste of the fruit and concentrates the fruit’s nutrition. The result is that MIDM’s fruit chips have a chewy and sweet taste. They come in two flavors: the refreshing taste of apple and the sweet taste of pear. The fruit chips contain no additives but the chips are always made of 100 percent Korean apples and pears. Recently, after a suggestion made by the Asian head office of Starbucks, MIDM will supply its fruit chips products to Starbucks stores all over China.

2 6 Korea AgraFood

Mr. Jun is explaining a quality of Korean rice to Myanmarese agriculturalist

Inquiries MIDM Agricultural Union Corporation

Tel +82-31-681-2791

Email 3572790@hanmail.net

Website www.nonjigi.com

Issue 234 Mar. 2015 2 7

Processed Food _ MIDM Agricultural Union Corp.

The flagship rice snacks of MIDM: Rice Chips and Rice Bar. These products are supplied to Starbucks and airlines as in-flight meals

Additional Information

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Chewy and Sweet Fruit Chips of MIDM

2 6 Korea AgraFood

Mr. Jun is explaining a quality of Korean rice to Myanmarese agriculturalist

Inquiries MIDM Agricultural Union Corporation

Tel +82-31-681-2791

Email 3572790@hanmail.net

Website www.nonjigi.com

Issue 234 Mar. 2015 2 7

Processed Food _ Cheong A Good Food Co., Ltd.

Hearty Meat & Vegetable Stuffing in Whole Squid

Squid Sundae from Cheong A Good Food The Perfect Combination of Chewy Squid & Scrumptious Stuffing undae (Korean sausage) is made by stuffing cleaned pig intestines with starch noodles and chopped vegetables, adding seonji (clotted pig blood made by hardening the blood) to the stuffed casings to create the color and taste, and steaming the casings. It is similar to sausages enjoyed mainly by westerners. The stuffed food differs slightly from region to region in Korea. Among the regionally different sundae, famous one is squid sundae,

2 8 Korea AgraFood

which is a representative local food of Gangwon Province. It originated with people displaced from Hamgyong Province to Sokcho in Gangwon Province during the Korean War. This sundae is made with squid in place of pork intestines due to the unaffordable price of the main ingredient. Squid sundae is free of seonji. It is generally made by stuffing a cleaned squid with glutinous rice, rice, vegetables, and starch noodles; and boiling or steaming the stuffed

Packed squid sundae products

squid. Such squid sundae can now be conveniently enjoyed at home by just heating it up. A variety of convenient and enjoyable squid sundae products have come onto the market. Cheong A Good Food Co., Ltd., located in Hoengseong in Gangwon Province, is producing frozen squid sundae products using self-developed knowhow. Their frozen products are found in both domestic and overseas markets.

Production and Export of About 140 Processed Foods Cheong A Good Food is a processed agriproduct company that was founded in 1997. It has been producing and distributing jeotgal (salted and

fermented seafoods) including myeongran-jeot (Alaska pollack roe jeotgal), changran-jeot (pollack entrails jeotgal), cuttlefish jeotgal, and baby octopus jeotgal, as well as side dishes such as yangnyeom-kkaetyip (seasoned perilla leaves) and mu-mallaegi (seasoned dried radish slices). The food company produces as many as 140 products and continuously distributes such products to department stores, big distributors, and ecofriendly shops in Korea to win recognition for the high-quality of the products. Since 2001, the food company has been exporting its products. It started by exporting to Japan and now exports to 15 countries including the United States, some European countries, Canada, China, Singapore, and Australia. The brisk exports allowed the company to win an export award given to companies that achieve USD$1 million worth of exports. This year, the company is aiming to win an export award given to companies that achieve USD$3 million worth of exports. Mr. Yoo Jae-ju, CEO of Cheong A Good Food, introduced the company saying, â&#x20AC;&#x153;Only two or three companies are registered as a company qualified to produce and process

marine products to be exported to the EU (European Union). Among the numerous Korean marine product companies, we are one of them.â&#x20AC;? He added that the food company obtained various international quality certifications, including halal certification, to export its products and reach a greater number of countries.

Squid Sundae, Heat up to Conveniently Enjoy at Home Since 2013, Cheong A Good Food had been making efforts to develop squid sundae based on its knowhow accumulated by producing processed marine products and side dishes. It finally succeeded in launching the complete squid sundae product last year. The squid sundae produced by Cheong A Good Food features stuffing similar to that of Korean-style dumplings. The food company applied such a dumpling stuffing to the squid sundae to differentiate its product from other sundae products. General sundae products are made with a high proportion of rice and glutinous rice. In contrast, the squid sundae of Cheong A Good Food is, in addition to starch noodles and glutinous rice, stuffed with assorted

A staff member checks the food safety of squid sundae products with x-ray inspection

Issue 234 Mar. 2015 2 9

Processed Food _ Cheong A Good Food Co., Ltd.

Hearty Meat & Vegetable Stuffing in Whole Squid

2 8 Korea AgraFood

Packed squid sundae products

Production and Export of About 140 Processed Foods Cheong A Good Food is a processed agriproduct company that was founded in 1997. It has been producing and distributing jeotgal (salted and

A staff member checks the food safety of squid sundae products with x-ray inspection

Issue 234 Mar. 2015 2 9

Processed Food _ Cheong A Good Food Co., Ltd.

Production line of squid sundae

vegetables, including perilla leaves and carrots. The squid sundae of Cheong A Good Food comes in two types: a basic squid sundae, whose stuffing also contains meat, and a kimchi squid sundae, whose stuffing also contains kimchi. Those squid sundae products of Cheong A Good Food are vacuum-packed and then frozen. The result is that the products can be consumed immediately after being heated up. Mr. Yoo explained that Cheong A Good Food leaves meat out of the sundae products that are to be exported to countries that ban the imports of products containing meat due to quarantine issues. The food company adjusts the ingredients to be added to the squid sundae stuffing depending on the situation of the import country.

Production of Safe Products at HACCP Certified Facility Cheong A Good Food is making safer and more hygienic products through rigid tests of microorganisms and quality. The food company conducts entrance inspections on the freshness, origin, and shelf life of all the main and additional ingredients. Further, it thoroughly checks whether

3 0 Korea AgraFood

squid sundae this year. The food company was able to export the product to some countries, including the United States and Canada, and will try harder to advance to European, Japanese, and Chinese markets this year. To this end, the company is planning to make the best use of promotional events, such as exhibitions held overseas, to increase the level of awareness of the products. Mr. Yoo said that he observed, in person, favorable responses to the squid sundae from overseas buyers at the exhibition held in Hong Kong last year. He mentioned that the company will participate more actively in sampling and promotional events held overseas to promote the squid sundae to more countries this year.

the products are reliable by conducting general bacteria and pathogenic bacteria tests on all the main and additional ingredients, complete products, and tools and fixtures throughout all production processes. According to the CEO of Cheong A Good Food, the company achieved improved food hygiene reliability by obtaining HACCP (Hazard Analysis Critical Control Point System) certification in 2011. In addition, the company obtained halal certification for some side dish products at the end of last year.

Participation in Overseas Exhibitions to Promote Expansion into Export Markets Cheong A Good Food is planning to expand the export markets for the

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”

Delicious squid sundae of Cheong A Good Food

Additional Information Various Jeotgal Foods of Cheong A Good Food

Myeongran-jeotgal

Changran-jeotgal

Jeotgal is a sturdy product that has been leading the exports made by Cheong A Good Food, whereas the squid sundae is a dark horse to help the expansion of the exports. Among various jeotgal foods—including myeongran-jeot, changran-jeot, jogae-jeot (clam jeotgal), and eoriguljeot (oyster jeotgal with hot pepper) produced by Cheong A Good Food—myeongran-jeot and changran-jeot are most popular in overseas markets. Myeongran-jeot is made with the best-quality pollack roe by applying a traditional low-temperature and low-sodium fermentation method to ferment the roe. The changran-jeot is made with pollack entrails, also by applying the traditional fermentation method to add a more chewable texture. Mr. Yoo said that Cheong A Good Food is producing and exporting various fusion-style jeotgal products including cheese myeongran-jeotgal and vegetable changran-jeotgal based on the various tastes of overseas consumers.

Inquiries Cheong A Good Food Co., Ltd.

Tel +82-33-344-0645

Fax +82-33-344-0641

Website www.CAgoodfood.com

Issue 234 Mar. 2015 3 1

Processed Food _ Cheong A Good Food Co., Ltd.

Production line of squid sundae

3 0 Korea AgraFood

Participation in Overseas Exhibitions to Promote Expansion into Export Markets Cheong A Good Food is planning to expand the export markets for the

“

”

Delicious squid sundae of Cheong A Good Food

Additional Information Various Jeotgal Foods of Cheong A Good Food

Myeongran-jeotgal

Changran-jeotgal

Inquiries Cheong A Good Food Co., Ltd.

Tel +82-33-344-0645

Fax +82-33-344-0641

Website www.CAgoodfood.com

Issue 234 Mar. 2015 3 1

It’s New !

Convenient Frozen Rice with Greens

Wooyuktangmyeon

Frozen Rice Made with Fresh Greens and Healthy Tea

The Thickest Instant Ramen in Korea

aesang Chungjungone recently released a new and convenient frozen rice product that is easy to cook. The product is receiving a good response among consumers. The new, convenient frozen rice product comes in three flavors: Frozen Rice with Green Tea and Thistle, Frozen Rice with Solomon’s-Seal and Aster Greens, and Frozen Rice with Buckwheat and Radish Greens. The product is

full of wholesome greens for the health of consumers. What’s more, and in contrast to other instant frozen rice products, the water used to boil the rice makes use of tea— green tea, solomon’s-seal, and aster. Eating Chungjungone’s new frozen rice product lets you feel the fresh taste of greens and the flavor of tea.

time that this thickest instant ramen has been released on the Korean market.

Microwave the Product for Four Minutes… Perfect for a Quick, Healthy Meal Thistle greens are good for lowering cholesterol because of their abundant protein and vitamin A. Aster greens are

Inquiries Daesang Chungjungone

3 2 Korea AgraFood

ongshim Co., Ltd. has had a continuous hit with its main item: Shin Ramyun. To celebrate its 50th anniversary, this representative Korean producer of instant noodles has recently released a new ramen product, Wooyuktangmyeon. The most important characteristic of this new product is the thickness of the noodles. Its noodle are two times thicker than the ordinary Korean ones (1.6mm). It is the first

alkaline foods. The greens help remove salinity in the body. Radish greens are full of dietary fiber. They thus contribute to preventing obesity and benefiting skin care. To eat this healthy frozen rice product, one only needs four minutes to cook it in the microwave. Mixing the product with its special sauce brings out the healthy and delicious taste of rice with greens. The product is also low in calories (360kcal for one portion).

Tel +82-2-2211-6500

Website www.edaesang.com

Boasting Chewy and Elastic Texture The noodles are thick but the cooking time is quite similar to that of ordinary instant noodles. The thicker the noodle, the longer the cooking time needed. However, these noodles are produced by a company that specializes in improving the heat efficiency of noodles, so you can enjoy this product in just five minutes. What’s more, the manufacturing technique makes the noodles chewier while maintaining the distinct texture longer. In fact, Nongshim Co., Ltd. made some special experiments on noodle soft-

Inquiries Nongshim Co., Ltd.

Tel +82-2-820-7512

ness and the results show that these noodles maintain more than twice the elasticity of others. One of the staff members at Nongshim Co., Ltd. said, “We conducted consumer research before the launch and it received a positive response. People said that the taste of the thick, spicy broth soup and chewy elastic noodles harmonized perfectly. Lately, there has been an increasing preference for thick noodles among young people. We are doing our best to make inroads internationally that capitalize on thick noodles.”

Website www.nongshim.com

E-mail byj1129@nongshim.com

Issue 234 Mar. 2015 3 3

It’s New !

Convenient Frozen Rice with Greens

Wooyuktangmyeon

Frozen Rice Made with Fresh Greens and Healthy Tea

The Thickest Instant Ramen in Korea

time that this thickest instant ramen has been released on the Korean market.

Microwave the Product for Four Minutes… Perfect for a Quick, Healthy Meal Thistle greens are good for lowering cholesterol because of their abundant protein and vitamin A. Aster greens are

Inquiries Daesang Chungjungone

3 2 Korea AgraFood

Tel +82-2-2211-6500

Website www.edaesang.com

Inquiries Nongshim Co., Ltd.

Tel +82-2-820-7512

Website www.nongshim.com

E-mail byj1129@nongshim.com

Issue 234 Mar. 2015 3 3

Korean Franchise _ Dalin Galmaegi

Tong samgyeopsal (whole pork belly)

Dalin Galmaegi is the franchiser of grilled meat dishes such as skirt meat. The exterior (left) and inside of Dalin Galmaegi located at Hong Kong

Dwaeji-wang-galbi (big size grilled spareribs)

Galmaegisal (skirt meat)

Low Price! The Best Ingredients!

Dalin Galmaegi Maeun galmaegisal (skirt meat with gochujang [red pepper paste])

Assorted pork

So-galbisal (beef ribs)

Korean Style BBQ Restaurant… Various Grilled Meat Dishes Served in One Place

rilled meat dishes—samgyeopsal (grilled pork belly), dwaeji-galbi-gui (grilled spareribs), sogalbi-gui (grilled beef ribs), and so on—are among the Koreans’ favorites. Thanks to the exposure of these dishes in Korean movies and TV dramas, a visit to a grilled meat restaurant has become one of the musts for foreign tourists coming to Korea. In the past, foreigners would go to a high-end restaurant to try bulgogi (thin slices of beef marinated in a soy sauce) or galbi-gui, but these days they come to casual restaurants frequented by Koreans on a regular basis. The franchise enterprise Dalin Galmaegi, which offers its customers grilled meat dishes such as galmaegisal (skirt meat) in a casual, easy-going atmosphere, is run by M&H Universal Co., Ltd.

Opened in 2010…Now Operating Over 100 Restaurants in Korea Alone Dalin Galmaegi was launched in 2010. The number of its franchise restaurants in the domestic market has now grown to over 100. Given that there are grilled meat restau-

3 4 Korea AgraFood

rants on every corner in Korea, the success of Dalin Galmeagi is truly remarkable. And it means that the enterprise has won the hearts of many Koreans with the taste of its dishes and its service. As reflected in its title, Dalin Galmaegi specializes in galmaegisal (skirt meat). It is the cut of pork between the diaphragm and liver. It is low in fat and pleasantly chewy. In recent years, the number of grilled skirt meat restaurants in Korea has been steadily growing. Dalin Galmaegi has also contributed to the popularization of grilled skirt meat. Mr. Sim Jea-bum, President of M&H Universal Co., Ltd., introduces the franchise: “Dalin Galmaegi has many strong points including reasonable prices and the best quality skirt meat and other cuts of meat. Our stores in Korea mostly use the Korean ingredients—meat and vegetables.”

Serving a Variety of Seasoned and Unseasoned Meat Dishes Dalin Galmaegi serves various types of skirt meat dishes—from those marinated in natural seasonings to simple, unseasoned skirt meat. Skirt Meat Seasoned in Rib Sauce, for example, uses soy sauce mixed with the restaurant’s original sauce. The meat is savory and tender. Garlic Skirt Meat is popular among fans of garlic. Hot Skirt Meat made with gochujang (red pepper paste) is recommended to the lovers of spicy dishes. The menu also includes many other types of delicious,

Issue 234 Mar. 2015 3 5

Korean Franchise _ Dalin Galmaegi

Tong samgyeopsal (whole pork belly)

Dalin Galmaegi is the franchiser of grilled meat dishes such as skirt meat. The exterior (left) and inside of Dalin Galmaegi located at Hong Kong

Dwaeji-wang-galbi (big size grilled spareribs)

Galmaegisal (skirt meat)

Low Price! The Best Ingredients!

Dalin Galmaegi Maeun galmaegisal (skirt meat with gochujang [red pepper paste])

Assorted pork

So-galbisal (beef ribs)

Korean Style BBQ Restaurant… Various Grilled Meat Dishes Served in One Place

3 4 Korea AgraFood

Issue 234 Mar. 2015 3 5

Korean Franchise _ Dalin Galmaegi

the existing menu.”

Dalin Galmaegi participates in international franchise expo

high-quality grilled meat dishes: juicy samgyeopsal-gui, miso-samgyeopsal-gui (with Korean soybean paste doenjang, a representative traditional sauce), dwaji-wang-galbigui (with the seasoning of soy sauce and fruits), and sogalbisal-gui (grilled beef ribs). Egg-crust (egg dish cooked on the edges of a hot plate), mushrooms, and kimchi are served to all customers who order grilled meat dishes. Mr. Sim Jea-bum says, “To satisfy all customers of Dalin Galmaegi, the cookery department in the head office is working hard on developing new dishes and improving

Advance into China in 2013…Operating Five Restaurants Overseas The taste and quality of Dalin Galmaegi went viral and even reached foreign countries. The company opened its first overseas restaurant in Shanghai, China. Thanks to the popularity of Hallyu (Korean culture wave), the Shanghai franchisee came into the spotlight among local consumers as soon as it was opened. In less than a year, Dalin Galmaegi launched its second restaurant in Shanghai. Mr. Sim explains, “Since many foreigners are still unfamiliar with skirt meat, we are promoting Dalin Galmaegi overseas under the concept of a Korean BBQ restaurant. The response has been good and we are now operating five overseas restaurants—in Shenzhen, Hong Kong, and other areas.” The menu of franchisees abroad is the same as in Korea, but it also includes other popular Korean dishes— jeon (pan fries), topokki (stir-fried rice cake), bibimbap (rice mixed with vegetables and beef) and special cuts of meat such as so-daechang-gui (grilled gut of beef)—so that foreign customers can try various Korean dishes in one place. Mr. Sim emphasizes, “Our foreign restaurants use local meat, but we make it a rule to apply only Korean sauces, the key to the taste of Korean dishes. In this way, foreign customers can experience the real taste of Korean dishes even in overseas franchisees. We are preparing to advance into the US and we’ll make efforts to enter many other markets as well.”

Additional Information Yangpang Chicken Yangpang Chicken is a fried chicken franchise brand operated by the same company, M&H Universal Co., Ltd. The chicken franchise was established in 2012. Its flagship is dakgangjeong—a dish made of fried boneless chicken in a sweet and spicy sauce. Of course, the Yangpang Chicken restaurants also offer the Korean style fried chicken

“

that is so popular among foreign people. Thanks to ripening in 17 natural seasonings including onion, the chicken of Yangpang Chicken is very tender. Yangpang Chicken has an overseas franchise restaurant in Shanghai and is preparing to enlarge the number of stores abroad along with Dalin Galmaegi.

Dalin Galmaegi signed a master franchise contract for advancing into the US market

Fried chicken

“

”

Dakgangjeong

Inquiries M&H Universal Co., Ltd.

3 6 Korea AgraFood

”

Tel +82-2-2244-4444

Fax +82-2-2652-3993

Website www.goodgalmaegi.com

Issue 234 Mar. 2015 3 7

Korean Franchise _ Dalin Galmaegi

the existing menu.”

Dalin Galmaegi participates in international franchise expo

“

Dalin Galmaegi signed a master franchise contract for advancing into the US market

Fried chicken

“

”

Dakgangjeong

Inquiries M&H Universal Co., Ltd.

3 6 Korea AgraFood

”

Tel +82-2-2244-4444

Fax +82-2-2652-3993

Website www.goodgalmaegi.com

Issue 234 Mar. 2015 3 7

Daniel Lee Gray’s Hansik Story Local Dining

Part I : Recommended Restaurants for Japanese Travelers

sauce) gimbap. Teacher Kim has elevat-

which are good thick cuts that are seared

ed this common everyday food.

on gas griddles. The sourcing of ingredi-

Hyundai Department Store, Apgujeong-

ents is very good. They have clean and

dong 29-gil 71, Gangnam-gu, Seoul

fresh garlic, leaves, kimchi, and chilies.

+82-2-540-4585

The pork is of good quality as well. Even though the place looks like hell, the food is delicious and the atmosphere is authentic.

Jeon

Tong Dwaeji Jip

#17-1, Donui-dong, Jongno-gu, Seoul

This is for those looking for a real Korean

+82-2-743-0683

When I do food tours, I always try to get to know my guests as much as possible before the tour starts. I ask guests if they have any

Jeonda

experience with the locals. Located in the

dietary restrictions or food allergies, if they can handle spicy food, and how adventurous they are. With the adventurous question, I

Located in Samcheong-dong, this is a

side streets of Jongno 3-ga station Exit 6,

make a joke about how we could try live octopus or bugs. Some people want to. It scares the heck out of others. But the most im-

cute little place that has dosiraks (Korean

this little pork belly place has an old time,

portant question that I ask is what country and nationality they are. The answers my guests give to these questions will determine the

lunch boxes, which are like bentos). Their

local feel to it. Service is curt and brash

restaurants I choose for the food tour. If my food tour group is made up of primarily Japanese, I know that I have to change the order

bento menu changes regularly and they

and they offer a simple pork menu. You

and the type of restaurants that I choose. The Japanese were the first group of tourists to discover Korea because of the Hallyu

do great jeon (savory pancakes). This

can get pork jowl, pork neck, and pork

(Korean culture wave) and proximity. The Japanese travel books or “mooks” explain in painstaking detail on how to find different

place is located in Samcheong-dong and

belly. Their specialty is the pork belly,

shops and restaurants. The Japanese tourists required me to think differently, to really go off the common path and to find restaurants

while it is quaint, the food is good and

and chefs that had a special “x-factor” that made them different from the rest. I found that the common misconceptions about the

they have a decent makgeolli (Korean rice

Japanese such as not being able to eat spicy food or shared foods were not applicable. The problem they had was with bad food or

wine) selection. The service is nice, the

boring food. So where which restaurants would I recommend for the Japanese? Here is a short list with explanations.

place is clean, and the price is just right.

Pork belly and side dishes

Bars and Drinking Place & Dessert

# 109-3, Gye-dong, Jongno-gu, Seoul

Story of the Blue Star and Nuruk Maeul Sul Pub has been popular

+82-2-765-3010

in Japan for some time while the craze in Korea has fallen a bit. However, there are still good places to get makgeolli. To get the local flavor in a Korean hanok (Korean

Fine Dining

Han6gam

wasabi, mustard and sea salt; and sal-

traditional house), I recommend Story of the Blue Star in Insa-dong. This place has

mented soybean, fried fish with soybean

Teacher Kim

great tofu and kimchi and other side dishes with amazing makgeolli from Sangju

ads, kimchi and side dishes to go with

paste sauce, and their soybean soup.

the meal. The service is curt and profes-

Even though there was a lot of soybean

sional, but trying to do French-style ser-

in the dishes, I never felt that it was over-

excellent place. They have a range of craft makgeolli, rice wines, fruit wines, and

vice for barbecue is quite counter-intu-

powering. All the dishes, including their

liquors. To go with the alcohol, the restaurant offers a range of meat and vegetable

itive. We had the server cook our meat at

squid-ink octopus, were interesting and

dishes such as yukhoe (beef tartare), bossam (boiled pork), and savory pancakes.

a separate table so she wouldn’t hover

well presented. The atmosphere was a

This upscale eatery is a great place to relax with friends over a few drinks.

over us. I feel that part of the excitement

bit nouveau-riche for me, but I feel for

Story of the Blue Star: #118-15, Gwanhun-dong, Jongno-gu, Seoul / +82-2-734-

of eating Korean barbecue is having the

Asian customers it would be fine. The pri-

If you are looking for gourmet gimbap

3095

vate rooms are great for meetings and

(Korean roll), then this is the place. The

Nuruk Maeul Sul Pub: #67-2, Yangjae-dong, Seocho-gu, Seoul / +82-2-579-7710

meat cooked in front of me.

Gimbap

Located in the food section of the new

B1 of the Gran Seoul Mall, Cheongjin-

family gatherings.

ingredients are local and organic. They

Gran Seoul Mall near Jongak station, this

dong, Jongno-gu, Seoul

Hong Yeongjae Cheonggukjang

use all of the best quality ingredients in-

is a high-end beef restaurant with an up-

+82-2-2158-7933

Sajo bldg, #424, Yeongdongdae-ro

cluding the rice, the seaweed, the veg-

Gangnam-gu, Seoul / +82-2-548-8340

gies, the soy sauce, and even the ham.

scale atmosphere, food styling, service, and great food. Even though they have a

County. For organic, artisan made makgeolli on site, Nuruk Maeul Sul Pub is an

Ingeolmi bingsu

Even though Korea is not known for desserts. Recently, the snow flake dessert trend has been

Teacher Kim prides itself in getting the

booming. My favorite place to get it is from

decent wine list, Han6gam doesn’t

Hong Yeongjae Cheonggukjang

best ingredients and putting it all together

Sulbing, which has fine ice that is like sweet,

charge corkage so connoisseurs can pair

Started by a famous doctor that cured

artistically to create amazing, gourmet

milky, freshly fallen snow. Their famous bingsu (ice

the beef with whichever wine they have in

his terminal cancer through a healthy diet

gimbap. The stores are staffed with le-

flakes) is their injeolmi bingsu, which has roasted

their cellar. Their Korean beef is pristine,

based on fermented soybeans, this

gions of workers who painstakingly grill,

bean and nut powder over the ice with almonds

very high quality, dry-aged, and marbled

restaurant finds many ways to introduce

chop, and roll the gimbap. They have a

and chewy rice cakes. They are constantly making new types of shaved ice

like snowflakes. It’s not cheap. They use

soybeans through their dishes. My fa-

creative range of gimbap such as spicy

such as strawberry, mango, sweet potato, and more.

a fine oak charcoal to grill the meat at the

vorites included their tomato and soy-

pork gimbap, cream cheese gimbap,

#385-37, Seogyo-dong, Mapo-gu, Seoul / +82-2-323-3288

table; sauces and dips such as fresh

3 8 Korea AgraFood

bean dish, salad with apples and fer-

Tomato soybean dish

fried gimbap and bulgogi (beef in soy

Issue 234 Mar. 2015 3 9

Daniel Lee Gray’s Hansik Story Local Dining

Part I : Recommended Restaurants for Japanese Travelers

sauce) gimbap. Teacher Kim has elevat-

which are good thick cuts that are seared

ed this common everyday food.

on gas griddles. The sourcing of ingredi-

Hyundai Department Store, Apgujeong-

ents is very good. They have clean and

dong 29-gil 71, Gangnam-gu, Seoul

fresh garlic, leaves, kimchi, and chilies.

+82-2-540-4585

The pork is of good quality as well. Even though the place looks like hell, the food is delicious and the atmosphere is authentic.

Jeon

Tong Dwaeji Jip

#17-1, Donui-dong, Jongno-gu, Seoul

This is for those looking for a real Korean

+82-2-743-0683

When I do food tours, I always try to get to know my guests as much as possible before the tour starts. I ask guests if they have any

Jeonda

experience with the locals. Located in the

dietary restrictions or food allergies, if they can handle spicy food, and how adventurous they are. With the adventurous question, I

Located in Samcheong-dong, this is a

side streets of Jongno 3-ga station Exit 6,

make a joke about how we could try live octopus or bugs. Some people want to. It scares the heck out of others. But the most im-

cute little place that has dosiraks (Korean

this little pork belly place has an old time,

portant question that I ask is what country and nationality they are. The answers my guests give to these questions will determine the

lunch boxes, which are like bentos). Their

local feel to it. Service is curt and brash

restaurants I choose for the food tour. If my food tour group is made up of primarily Japanese, I know that I have to change the order

bento menu changes regularly and they

and they offer a simple pork menu. You

and the type of restaurants that I choose. The Japanese were the first group of tourists to discover Korea because of the Hallyu

do great jeon (savory pancakes). This

can get pork jowl, pork neck, and pork

(Korean culture wave) and proximity. The Japanese travel books or “mooks” explain in painstaking detail on how to find different

place is located in Samcheong-dong and

belly. Their specialty is the pork belly,

shops and restaurants. The Japanese tourists required me to think differently, to really go off the common path and to find restaurants

while it is quaint, the food is good and

and chefs that had a special “x-factor” that made them different from the rest. I found that the common misconceptions about the

they have a decent makgeolli (Korean rice

Japanese such as not being able to eat spicy food or shared foods were not applicable. The problem they had was with bad food or

wine) selection. The service is nice, the

boring food. So where which restaurants would I recommend for the Japanese? Here is a short list with explanations.

place is clean, and the price is just right.

Pork belly and side dishes

Bars and Drinking Place & Dessert

# 109-3, Gye-dong, Jongno-gu, Seoul

Story of the Blue Star and Nuruk Maeul Sul Pub has been popular

+82-2-765-3010

in Japan for some time while the craze in Korea has fallen a bit. However, there are still good places to get makgeolli. To get the local flavor in a Korean hanok (Korean

Fine Dining

Han6gam

wasabi, mustard and sea salt; and sal-

traditional house), I recommend Story of the Blue Star in Insa-dong. This place has

mented soybean, fried fish with soybean

Teacher Kim

great tofu and kimchi and other side dishes with amazing makgeolli from Sangju

ads, kimchi and side dishes to go with

paste sauce, and their soybean soup.

the meal. The service is curt and profes-

Even though there was a lot of soybean

sional, but trying to do French-style ser-

in the dishes, I never felt that it was over-

excellent place. They have a range of craft makgeolli, rice wines, fruit wines, and

vice for barbecue is quite counter-intu-

powering. All the dishes, including their

liquors. To go with the alcohol, the restaurant offers a range of meat and vegetable

itive. We had the server cook our meat at

squid-ink octopus, were interesting and

dishes such as yukhoe (beef tartare), bossam (boiled pork), and savory pancakes.

a separate table so she wouldn’t hover

well presented. The atmosphere was a

This upscale eatery is a great place to relax with friends over a few drinks.

over us. I feel that part of the excitement

bit nouveau-riche for me, but I feel for

Story of the Blue Star: #118-15, Gwanhun-dong, Jongno-gu, Seoul / +82-2-734-

of eating Korean barbecue is having the

Asian customers it would be fine. The pri-

If you are looking for gourmet gimbap

3095

vate rooms are great for meetings and

(Korean roll), then this is the place. The

Nuruk Maeul Sul Pub: #67-2, Yangjae-dong, Seocho-gu, Seoul / +82-2-579-7710

meat cooked in front of me.

Gimbap

Located in the food section of the new

B1 of the Gran Seoul Mall, Cheongjin-

family gatherings.

ingredients are local and organic. They

Gran Seoul Mall near Jongak station, this

dong, Jongno-gu, Seoul

Hong Yeongjae Cheonggukjang

use all of the best quality ingredients in-

is a high-end beef restaurant with an up-

+82-2-2158-7933

Sajo bldg, #424, Yeongdongdae-ro

cluding the rice, the seaweed, the veg-

Gangnam-gu, Seoul / +82-2-548-8340

gies, the soy sauce, and even the ham.

scale atmosphere, food styling, service, and great food. Even though they have a

County. For organic, artisan made makgeolli on site, Nuruk Maeul Sul Pub is an

Ingeolmi bingsu

Even though Korea is not known for desserts. Recently, the snow flake dessert trend has been

Teacher Kim prides itself in getting the

booming. My favorite place to get it is from

decent wine list, Han6gam doesn’t

Hong Yeongjae Cheonggukjang

best ingredients and putting it all together

Sulbing, which has fine ice that is like sweet,

charge corkage so connoisseurs can pair

Started by a famous doctor that cured

artistically to create amazing, gourmet

milky, freshly fallen snow. Their famous bingsu (ice

the beef with whichever wine they have in

his terminal cancer through a healthy diet

gimbap. The stores are staffed with le-

flakes) is their injeolmi bingsu, which has roasted

their cellar. Their Korean beef is pristine,

based on fermented soybeans, this

gions of workers who painstakingly grill,

bean and nut powder over the ice with almonds

very high quality, dry-aged, and marbled

restaurant finds many ways to introduce

chop, and roll the gimbap. They have a

and chewy rice cakes. They are constantly making new types of shaved ice

like snowflakes. It’s not cheap. They use

soybeans through their dishes. My fa-

creative range of gimbap such as spicy

such as strawberry, mango, sweet potato, and more.

a fine oak charcoal to grill the meat at the

vorites included their tomato and soy-

pork gimbap, cream cheese gimbap,

#385-37, Seogyo-dong, Mapo-gu, Seoul / +82-2-323-3288

table; sauces and dips such as fresh

3 8 Korea AgraFood

bean dish, salad with apples and fer-

Tomato soybean dish

fried gimbap and bulgogi (beef in soy

Issue 234 Mar. 2015 3 9

Simple Korean Cooking

ofu is considered a very healthy food due to the abundant isoflavone that is excellent in preventing osteoporosis. It is an indispensable ingredient in Hansik (Korean cuisine). One of the Korean dishes made with tofu, sundubu-jjigae (soft tofu stew), is in the limelight overseas these days. Due to the harmony of the spicy stew and soft tofu, this dish is getting more popular in Japan. In addition, The New York Times introduced it as an ideal winter food. In these ways, spicy sundubu-jjigae is being spotlighted abroad. But, in Korea, another type of the dish also exists. This is a clean, not spicy, soup. It is made with soy sauce in-

Malguen-ojingoeSundubu-jjigae

stead of gochujang (red pepper paste) or gochugaru (red pepper powder). Because of this, the dish has a simple yet savory taste. Since itâ&#x20AC;&#x2122;s not spicy, it is easily digested and easy on the stomach. Most of all, you can feel the original taste of soft tofu. However, if you only cook with tofu and soy sauce, it can be boring. To make malguen-sundubu-jjigae more flavorful, diverse ingredients are added. A good example is the squid that <Korea Agrafood> is recommending today. You can buy it easily and it has abundant vitamins and taurine, nutrients that tofu may lack. Whatâ&#x20AC;&#x2122;s more, it makes the soup more refreshing.

Clean and Simple Taste Cooking Tips If you want the stew to have a light taste, use clams instead of pork. Also, keep in mind that if you boil soft tofu for too long, it may lose its softness. The squid should be clean. First cut it into trunk and leg. Remove the internal organs from the body and the suckers in the pouring water.

4 0 Korea AgraFood

Issue 234 Mar. 2015 4 1

Simple Korean Cooking

Malguen-ojingoeSundubu-jjigae

4 0 Korea AgraFood

Issue 234 Mar. 2015 4 1

Simple Korean Cooking

How to Make Malguen-ojingoe-Sundubu-jjigae (Two Servings) Main Ingredients: 320g soft tofu, a 240g squid, half an onion, 8g spring onion, 1Tbsp crushed garlic, 1Tbsp soy sauce, a little bit of salt

Broth ingredients: 15 dried anchovies, 2 pieces of kelp (5x5cm), 600ml water 1. Put broth ingredients in the pot and boil. When the broth is boiling, reduce the heat and boil for five more minutes. 2. Slice the onion into pieces 0.5cm thick and the spring onion diagonally.

Healthy Alcoholic Drink Makgeolli Makgeolli is a rice-based alcoholic beverage of Korean origin. It is receiving attention around the world as a healthy alcoholic drink because it is rich in nutrition, such as essential amino acids, lactic acid, dietary fiber, vitamin B, and many others. What’s more, the anticancer substance “farnesol” was discovered in makgeolli in quantities 25 times larger than in wine or beer.

3. Divide the squid into three equal parts according to the vertical line and then cut into pieces 1cm thick. Cut the leg into pieces 5cm long. 4. Put the broth in the pot. Add the sliced squid and vegetables. Boil. 5. When the stew reaches the boiling point, reduce the heat a little. Scoop up the tofu with a big spoon and put it in the pot. 6. Add the soy sauce and spring onion and cook over high heat for one minute. Season the soup with salt if needed.

Makgeolli tastes

Main Ingredients: Broth ingredients:

“Sweet & Mellow” 4 2 Korea AgraFood

Issue 234 Mar. 2015 4 3

Simple Korean Cooking

How to Make Malguen-ojingoe-Sundubu-jjigae (Two Servings) Main Ingredients: 320g soft tofu, a 240g squid, half an onion, 8g spring onion, 1Tbsp crushed garlic, 1Tbsp soy sauce, a little bit of salt

Makgeolli tastes

Main Ingredients: Broth ingredients:

“Sweet & Mellow” 4 2 Korea AgraFood

Issue 234 Mar. 2015 4 3

K-Tour

Yongbongsan Village is close to the Deoksan Spa tourist site, which is also a popular place for foreigners. Thanks to its geographical advantage, many ASEAN people who like Korean strawberries visit here after enjoying the thermal spring water. Many ASEAN people say “The strawberries I choose are more delicious”

Check out The Freshness of the Korean Strawberry for Yourself hanks to their excellent taste and quality, Korean strawberries are receiving a very favorable response in Korea. With their strong reputation in Hong Kong, Singapore, and the ASEAN countries; they are actively exported abroad. In this issue, <Korea AgraFood> would like to introduce you to the best Korean strawberry farm where you can check out the heart of the Korean strawberry industry.

Popular Spot with Foreigners, Strawberry Farm in Yongbongsan Village in Hongseong County

4 4 Korea AgraFood

Yongbongsan Village in Hongseong County Spotlighted as an Experience Tour Attraction for ASEAN People The Korean strawberry harvesting season is from November to May of the next year. In this season, many Korean strawberry farms offer a “pick-your-own-fruits” activity. Yongbongsan Village located in Hongseong County, South Chungcheong Province is one of them. This

village is close to the Deoksan Spa tourist site, which is also a popular place for foreigners. Thanks to its geographical advantage, many ASEAN people who like Korean strawberries visit here after enjoying the thermal spring water. It is now being spotlighted as a strawberry experience tour attraction for ASEAN people. About 500 ASEAN people visited in just three months—from December 2013 to February 2014.

Eat as Many Strawberries as You Want Yongbongsan Village is famous for the high-quality strawberries produced in Hongseong County. 51 farms in this county participate in strawberry activities. They take turns giving strawberries enough time to grow and limit the number of participants to 40, so as to prevent too many from being picked at once. Because of this system, if visitors make a reservation in advance, they can enjoy fresh strawberries whenever they come. The strawberry picking starts in earnest after a short explanation about the Korean strawberry’s characteristics, how to find fresh fruits, and how to pick them. Once visitors step into the farm, they can enjoy as many strawberries

as they want. What’s more, they can take home 500g of picked strawberries. Yongbongsan Village also offers a variety of enjoyable strawberry activities. The strawberry soap making activity is one of them. This soap is made with the dried strawberry powder produced in Yongbongsan Village. In comparison to other products on the market, it boasts both high strawberry content and a strong strawberry fragrance. Beauty treatment lovers should check out this program. Visitors can also enjoy various foods made with strawberries. Strawberry injeolmi (Korean traditional rice cake made from glutinous rice and coated with bean flour) is one of the delicacies in Yongbongsan Village. The bibimbap (rice mixed with vegetables and beef) contains gochujang (red pepper paste) made with strawberry and is served from March to May. The strawberry jam making activity has received a positive response because the jam is made with fresh strawberries picked by the participants. Plus, at the time visitors finish the tour, they can plant a seedling and take it home. In addition to the strawberry activity; apple, pear, tomato, sweet potato, and potato activities are offered according

Issue 234 Mar. 2015 4 5

K-Tour

Popular Spot with Foreigners, Strawberry Farm in Yongbongsan Village in Hongseong County

4 4 Korea AgraFood

Issue 234 Mar. 2015 4 5

K-Tour

to the season. The superb natural landscape is another merit of Yongbongsan Village. This village nestles snugly at the foot of the Yongbong Mountain, which is famous for magnificent, uniquely shaped stones. It is thus called “South Geumgang Mountain”. Still, it is not very deep or steep (the altitude is 318 meters), so all ages can enjoy hiking from one to three hours without any difficulty.

Additional Information -Reservations are necessary. You can make them online at: http://ytour.invil.org - Experience cost is KRW15,000; includes 500g of strawberry and lunch. -Add: #287, Leeungno-ro, Hongbuk-myeon, Hongseong County, South Chungcheong Province -Transportation: Take an express bus at the Express Bus Before strawberry picking starts, one the farmers of Yongbongsan Village is giving a short explanation of the Korean strawberry’s characteristics (top). Yongbongsan Village offers diverse strawberry activities, such as a strawberry soap making activity

Terminal and get off at Hongseong Terminal→Take bus Number 394 or 390 at the bus stop in front of Hongseong Terminal→Get

Agriculturalists from ASEAN countries visited Yongbongsan Village

off at the Sangsan bus stop.

What to Eat

nam.net/html/gwangcheon/) located near the place that

Hongseong Korean beef

the Gwangcheon Seaweed Festival is held every year.

Hongseong Korean

Check out These Nearby Places!

beef is Korean grain

Resom Spa Castle

and straw fed beef

It offers various water excursion and spa experiences using

cultivated in Hongseong

49℃ water from a natural hot spring that is rich in germani-

County. There are many Hongseong Korean beef restau-

um. That is why this place is loved by people of all ages.

rants near by. Among them, Hanwoo-gongwon offers a good bargain. The address is #670, Hongjangnam-ro. Hongseong County, South Chungcheong Province

Seaweed Gwangcheon Seaweed is a specialty of Hongseong County. It was served at the royal table and thoroughly managed by the Korean royal court in the past. According to Hongseong City hall, research has demonstrated that Gwangcheon Seaweed contains an abundance of vitamins. Thanks to its strong points, it has been actively exported to the US, Japan, China, and so on. The diverse

Park With Pictures

Gwangcheon Seaweed products can be found in the

You can see 1,330 kinds of trees in this arboretum, includ-

Gwangcheon Traditional Market (http://market.chung-

ing 460 species of trees and 870 herbs.

4 6 Korea AgraFood

Issue 234 Mar. 2015 4 7

K-Tour

Terminal and get off at Hongseong Terminal→Take bus Number 394 or 390 at the bus stop in front of Hongseong Terminal→Get

Agriculturalists from ASEAN countries visited Yongbongsan Village

off at the Sangsan bus stop.

What to Eat

nam.net/html/gwangcheon/) located near the place that

Hongseong Korean beef

the Gwangcheon Seaweed Festival is held every year.

Hongseong Korean

Check out These Nearby Places!

beef is Korean grain

Resom Spa Castle

and straw fed beef

It offers various water excursion and spa experiences using

cultivated in Hongseong

49℃ water from a natural hot spring that is rich in germani-

County. There are many Hongseong Korean beef restau-

um. That is why this place is loved by people of all ages.

rants near by. Among them, Hanwoo-gongwon offers a good bargain. The address is #670, Hongjangnam-ro. Hongseong County, South Chungcheong Province

Park With Pictures

Gwangcheon Seaweed products can be found in the

You can see 1,330 kinds of trees in this arboretum, includ-

Gwangcheon Traditional Market (http://market.chung-

ing 460 species of trees and 870 herbs.

4 6 Korea AgraFood

Issue 234 Mar. 2015 4 7

Fair

Guangzhou International Franchise Expo & Franchise Expo Paris

aT (Korea Agro-Fisheries & Food Trade Corp.) will participate in a local franchise expo to advance into the Chinese food service market. Local people there are consistently interested in Korean cuisine because of the popularity of Hallyu (Korean culture wave). aT is also going to participate in a franchise expo in Europe, where the awareness of Korean cuisine is rising among local people. Through the participation in the local franchise expo, aT will check out the possibilities for Korean food franchise companies to enter the European food service market. First, aT will participate in <The 30th China Guangzhou International Franchise Expo>, being held at the China Import and Export Fair Complex in Guangzhou, China from March 4 to 6. Over 40,000 participants come to the large-scale fair every year. This time, it is anticipated that about 253 franchise companies from 17 countries will participate in the expo. aT will establish the Korean pavilion with six Korean food franchise companies including those specializing in bibimbap (rice mixed with vegetables and beef), coffee/dessert, brunch, chicken dishes, Korean style pizza, and grilled meat dishes. They will promote the delicious taste of Korean cuisine to foreign participants. aT will also participate in <Franchise Expo Paris>. It will be held at the Porte de Versilles in Paris from March 22 to 25. Franchise Expo Paris is a representative franchise fair held in France. About 500 franchises from 25 countries visit this fair every year. aT and two Korean food franchisesâ&#x20AC;&#x201D;specialize in convenienced Korean cuisine and packed lunchâ&#x20AC;&#x201D;will promote the excellence of Korean cuisine to participants. Here, <Korea AgraFood> introduces the Korean food franchises that will participate in franchise fairs held in Guangzhou and Paris to our readers in advance!

4 8 Korea AgraFood

GAUPFC

MAXONEELINK

Brand 92GA Main Menu Samgyeopsal-gui (grilled pork belly), galmaegisal-gui (grilled skirt meat), dwaeji-galbi-gui (grilled spareribs), and so on Tel +82-1544-2292 Fax +82-2-2062-5296 www.92ga.co.kr

Brand Selecto Coffee Main Menu Coffee, beverage, smoothie, bakery, and so on Tel +82-2-1600-5649 Fax +82-2-6340-1701 www.selecto.co.kr

Bonworld F&B

ALL ABOUT Co., Ltd.

Brand Bonjuk & Bibimbap Cafe Main Menu Porridge, bibimbap (rice mixed with vegetables and beef), and so on Tel +82-1644-6288 Fax +82-2-730-1586 www.allaboutcafe.com

Brand ALL ABOUT Main Menu Coffee, Korean special tea, green tea, black tea, and so on Tel +82-1688-6108 Fax +82-70-4738-3361 www.allaboutcafe.com

ChuncheonDakgalbi Farming Association

Food Zone

Brand ChuncheonDakgalbi Main Menu Dak-galbi (spicy stir-fried chicken), mak-guksu (buckwheat noodles), bokkeumbap (fried rice), and so on Tel +82-33-255-2259 Fax +82-33-243-2258 www.ccdak.co.kr

Brand Pizza maru Main Menu Combination pizza, bulgogi (thin slices of beef marinated in a soy sauce) pizza, and so on Tel +82-32-710-1082 Fax +82-32-710-1085 http://eng.pizzamaru.co.kr

VSCOMPANY, Inc.

JNT Co., Ltd.

Brand Bentorang Main Menu Black pepper chicken, red chili shrimp, barbecue chasyu, and so on Tel +82-2-6010-0098 Fax +82-2-6499-1087 www.bentorang.com

Brand The Cup Main Menu Bibimbap, mushroom bulgogi rice, japchae (glass noodles with sauteed vegetables), and so on Tel +82-2-323-3023 Fax +82-2-323-3024 www.thecupfood.com

Issue 234 Mar. 2015 4 9

Fair

Guangzhou International Franchise Expo & Franchise Expo Paris

4 8 Korea AgraFood

GAUPFC

MAXONEELINK

Brand 92GA Main Menu Samgyeopsal-gui (grilled pork belly), galmaegisal-gui (grilled skirt meat), dwaeji-galbi-gui (grilled spareribs), and so on Tel +82-1544-2292 Fax +82-2-2062-5296 www.92ga.co.kr

Brand Selecto Coffee Main Menu Coffee, beverage, smoothie, bakery, and so on Tel +82-2-1600-5649 Fax +82-2-6340-1701 www.selecto.co.kr

Bonworld F&B

ALL ABOUT Co., Ltd.

Brand Bonjuk & Bibimbap Cafe Main Menu Porridge, bibimbap (rice mixed with vegetables and beef), and so on Tel +82-1644-6288 Fax +82-2-730-1586 www.allaboutcafe.com

Brand ALL ABOUT Main Menu Coffee, Korean special tea, green tea, black tea, and so on Tel +82-1688-6108 Fax +82-70-4738-3361 www.allaboutcafe.com

ChuncheonDakgalbi Farming Association

Food Zone

Brand ChuncheonDakgalbi Main Menu Dak-galbi (spicy stir-fried chicken), mak-guksu (buckwheat noodles), bokkeumbap (fried rice), and so on Tel +82-33-255-2259 Fax +82-33-243-2258 www.ccdak.co.kr

Brand Pizza maru Main Menu Combination pizza, bulgogi (thin slices of beef marinated in a soy sauce) pizza, and so on Tel +82-32-710-1082 Fax +82-32-710-1085 http://eng.pizzamaru.co.kr

VSCOMPANY, Inc.

JNT Co., Ltd.

Brand Bentorang Main Menu Black pepper chicken, red chili shrimp, barbecue chasyu, and so on Tel +82-2-6010-0098 Fax +82-2-6499-1087 www.bentorang.com

Brand The Cup Main Menu Bibimbap, mushroom bulgogi rice, japchae (glass noodles with sauteed vegetables), and so on Tel +82-2-323-3023 Fax +82-2-323-3024 www.thecupfood.com

Issue 234 Mar. 2015 4 9

1 n so s Le

Let’s Speak Hansik (Korean cuisine)

순 대

[Sundae]

Korean Sausage Pork intestines stuffed with glass noodles, vegetables, sweet rice, coagulated pig blood (seonji) and steamed. Variations include ojingeo-sundae (stuffed squid) and chapssal-sundae (sweet rice sundae). This Korean blood sausage also comes in regional variations such as Byeongcheon or Abai sundae.

Boudin coréen Boyaux de porc farcis de vermicelles, légumes, riz gluant et sang de porc, puis cuits a la vapeur. Il existe plusieurs types de Sundae : au calamar ou au riz gluant, Byungcheon sundae, Abaï sundae etc.

Salchicha coreana Intestino de cerdo relleno con fideos transparentes, verduras, arroz, sangre de cerdo coagulada (seonji) y cocinado al vapor. Existen variaciones como ojingeo-sundae (calamares rellenos) y chapssal-sundae (sundae de arroz). También hay variaciones regionales de la morcilla coreana.

Koreanische Wurst

Salsiccia coreana

Schweinsdarm wird mit Glasnudeln, Gemüse, süßem Reis, gestocktem Schweinsblut (seonji) gefüllt und dann im Dampf gegart. Variationen sind u.a. ojingeo-sundae (gefüllter Tintenfisch) und chapssal-sundae (Wurst mit süßem Reis). Diese koreanische Blutwurst wird je nach Region unterschiedlich zubereitet.

Budelli di maiale ripieni di vermicelli cinesi, verdure, riso dolce, sanguinaccio (seonji) e cotti al vapore. Le varianti prevedono ojingeo-sundae (calamaro ripieno) e chapssal-sundae (sundae di riso dolce). Questo sanguinaccio coreano ha anche varianti regionali.

The descriptions of Korean dishes are based on the International Korean Menu Guide published by the Korean Food Foundation (KFF).